State farm's commercials feature agents on the job.

State Farm's ad campaign saluting the experience and personal touch of its agent force debuted during Major League Baseball's 2004 World Series in October. The campaign, called "True Stories," features State Farm agents relating experiences of helping their policyholders.

The campaign includes two general market spots, an Hispanic and African-American spot and two in-language Asian spots, one each in Cantonese and Mandarin. Although this isn't the first time State Farm produced ads in other languages, it is the first time it launched an integrated campaign targeted at both general and multicultural markets, said Mia JazoHarris, a company spokeswoman. The campaign is airing on high-profile network and cable programming in the United States throughout 2005.

DDB Chicago, State Farm's long time advertising partner, developed the ad campaign in conjunction with State Farm's multicultural ad agencies, DRM/DDB (Hispanic), Spike/DDB (African American) and interTREND Communications (Asian). The campaign also includes a direct-mail component developed by DRAFT.

State Farm ranked No. 48 in the top 100 AdAge 2004 Megabrands Special Report that lists 2003's top advertising spenders. State Farm spent $246.4 million on advertising in 2003, according to TNS Media Intelligence/CMR, which compiled the report. The totals represent magazine, newspaper and network, spot, syndicated, Spanish-language and cable television spending.